Importance of A/B testing outbound email message

  • Prem
  • March & April, 2020

Implementing Account-Based Marketing would just be the beginning. You need to monitor whether it’s meeting your goals and you should update your campaign settings accordingly.

Measure success at each stage of the funnel and monitor your campaigns in real-time and make rapid changes when your messaging doesn’t appeal to your target audience. Make sure you change one variable at a time or else you can’t attribute your success to a single variable.

A/B Testing Elements for Email campaigns:

1. Subject Line:

Though the body of an email is always the most important element to focus on, the first section that engages your audience would be the subject line. The subject line acts as a door to your email. An effective subject line helps you to increase the open rates for your campaigns. Adding personalization to your subject line boosts the open rates. When you see your name on the subject line, it catches your attention. Personalized subject line enhances the open rates to a great extent.

2. Email Copy:

Though a catchy subject line helps you to boost open rates, the email copy is the one that creates interest for your target audience. Email copy helps your recipients understand the intent of your email and the benefits of you using your product/service. According to HubSpot, 35% of business professionals check email on a mobile device. We should keep in mind these stats and email copy should be designed in such a way that your email should be visible irrespective of what device your receiver uses. You can check the preview of your email copy using the marketing automation tool before running the campaigns.

The different body copy mix you can try would be:

Use of bullet points
Plain text vs Rich email

3. Email Design:

Email design comprises various parameters such as including rich media, GIFs, images in your email copy. Though adding these elements makes your email copy creative, it has some cons too like animated GIFs are not supported by Outlook, consumes a lot of time to load the email copy, etc. So we should always test the email.

4. Call To Action(CTA):

Call To Action is the end result you expect from the user after reading your email. It is the ultimate driver for your conversions. You can test one vs multiple Call To Actions in your email copy and check if there is any change in the conversion rate.

5. Time of sending the emails:

The time of sending your emails plays a crucial role in the success of your campaigns. Test for the optimal time and day that works best for your target audience.

Let’s say if you receive an email at 8:00 pm on a Monday and another at 10:00 am on Tuesday, which one will you prefer. I would rather act on the latter one.

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